Web Content Management - Case Study - Tourism Flanders

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Tourism Flanders’ overall goal is promote Flanders internationally as a tourism destination and to increase the number of overnight stays in Flanders. Their marketing-communication strategy focuses on inspiring potential travelers and providing easy access to information about what Flanders offers in the hopes that they book
a flight or stay. Following the traveler’s decision-making process, the main goal of their website is to inspire, inform, facilitate book and create customer loyalty.

Tomas Vanderplaetse, Online Marketing Manager at Tourism Flanders, says, “Previously, we worked mostly with microsites and external landing pages. Each of the 14 markets all worked with their own web agency and CMS system. This meant that a lot of time and budget went to selecting these agencies and in developing content for each market.”

“We decided to centralize this process through a single system, to reduce costs and to enable all of the markets to work together,” he continues. “We chose SDL Tridion since we knew we wanted a system with a strong central approach that provides the same functionality to all of our sites and the ability to manage languages.

Among the vendors we short-listed, SDL’s BluePrinting capabilities provided the clearest solution to our objectives,” says Vanderplaetse.

Following the launch of their US website, Tourism Flanders will launch thirteen sites in nine languages to service their regional markets.
“We have been very happy with the implementation of SDL Tridion by SDL partner, Amplexor. They clearly know the system very well and were able to capture our requirements in the implementation,” concludes Vanderplaetse.

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Web Content Management - Case Study - Tourism Flanders

  1. 1. Case study: Travel & TourismTourism FlandersInspire, inform, facilitate and increase loyaltyTourism Flanders’ overall goal is promote Flanders internationallyas a tourism destination and to increase the number of overnightstays in Flanders. Their marketing-communication strategy focuseson inspiring potential travelers and providing easy access toinformation about what Flanders offers in the hopes that they booka flight or stay. “We chose SDL TridionFollowing the traveler’s decision-making process, the main goal since we knew we wanted aof their website is to inspire, inform, facilitate book and create system with a strong centralcustomer loyalty. approach that provides the same functionality to all of ourLooking for a unified approach sites and the ability to manage languages. SDL’s BluePrintingTomas Vanderplaetse, Online Marketing Manager at Tourism capabilities provided theFlanders, says, “Previously, we worked mostly with microsites and clearest solution to ourexternal landing pages. Each of the 14 markets all worked with their objectives.”own web agency and CMS system. This meant that a lot of time and Tomas Vanderplaetsebudget went to selecting these agencies and in developing content Online Marketing Manager atfor each market.” Tourism Flanders“We decided to centralize this process through a single system, toreduce costs and to enable all of the markets to work together,”he continues. “We chose SDL Tridion since we knew we wanted Web Content Managementa system with a strong central approach that provides the same Solutions:functionality to all of our sites and the ability to manage languages. SDL TridionAmong the vendors we short-listed, SDL’s BluePrinting capabilities Marketer empowermentprovided the clearest solution to our objectives,” says Vanderplaetse. Customer experience
  2. 2. Tourism Flanders approaches their internationalaudiences by creating uniquely tailored messagesfor all of the regions in which they promote thebeauty of Flanders.This market specific approach means that regionalteams create and collect the most relevant messagesand offers for the 14 markets in which TourismFlanders operates.Adapting to local marketsUsing SDL Tridion, Tourism Flanders now provideslocal markets with website design, branding and Integrating with social medianavigation, making it easier to provide consistent “We recognize that today’s traveler uses externalnavigation and identity for their regional markets. review sites and other sources for information when they research and plan their trips. So we’ve includedLocal markets have the ability to tailor content for links on our main site that lead website visitors totheir target audiences along themes that will appeal both social media and external review sites.”to local audiences. “Rather than creating this functionality on our ownRegional content editors can provide themes, site, we decided to use the sites that people alreadyimages, accommodations and events relevant to go to,” says Vanderplaetse. “When someone wholocal marketing initiatives. has visited Flanders has a good experience and reviews a hotel or activity, this positive feedback also benefits our marketing goals,” he concludes. Rolling out the site Following the launch of their US website, Tourism Flanders will launch thirteen sites in nine languages to service their regional markets. “We have been very happy with the implementation of SDL Tridion by SDL partner, Amplexor. They clearly know the system very well and were able to capture our requirements in the implementation,” concludes Vanderplaetse. www.sdl.comCopyright © 2011 SDL PLC. All Rights Reserved All company product or service names referenced herein are properties of their respective owners.

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